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Adobe France: reaching new audiences with a podcast aimed at creatives
+60% more plays
Cosa helped Adobe France design an innovative podcast aimed at widening the audience for Photoshop. Our mission: to create an engaging audio device to appeal to entrepreneurs defining themselves as non-creative and promote the software’s services.
Unleashing the creativity of entrepreneurs
Overview
In 2022, Adobe, world leader in creative solutions, approached Cosa to broaden the target audience for Photoshop beyond professionals. Faced with growing competition from simplified online tools, the aim was to make the tool accessible to entrepreneurs managing their visibility via a format adapted to their uses.
Contexte
Photoshop is used by 90% of creative professionals, but its expert image limits its adoption by multi-skilled entrepreneurs. Although they use visual tools for their business, they don’t always identify themselves as “creative”. Adobe wanted to bridge this gap by humanizing its brand through an inspiring podcast.
Briefly
Our teams designed and produced the Café-Créa podcast featuring self-taught entrepreneurs, accompanied by a targeted promotional campaign. This enabled Adobe to embody its “Dare Photoshop” campaign, while generating tangible results in terms of engagement and brand awareness.
Results / Impacts (From January to April 2023)
+60%
podcast listens
+120%
unique listeners
75%
average completion rate
Top 100
Apple Podcasts (Arts category)
+104%
listens generated via promotional campaign (January-February 2023)
Solutions
Podcast Café-Créa: an immersive format for entrepreneurs
Designed for entrepreneurs who manage their businesses end-to-end, Café-Créa features 6 x 20-minute episodes, released between December 2022 and April 2023. Hosted by creative entrepreneur Christofer Ciminelli, each discussion is recorded in the guest’s favorite café, recreating the authenticity of a peer-to-peer exchange.
Editorial line: open up the discussion
Café-Créa introduces listeners to professionals who have dared to set up their own business, such as Mathilde Cabanas (Klin d’œil) and Monty Dy (Ose Pattern). The podcast plunges listeners into the atmosphere of a café for a discussion of their career paths, inspirations, lessons learned and creative discoveries.
Promotional campaign: strategic audio targeting
To amplify discovery of the podcast, we deployed sponsored messages in 3 native podcasts (Follow Me, Le Podcast du Marketing, Il était une fois l’entrepreneur). These 1-2 minute messages, read by the podcast host, targeted 18,000 affinity listeners. The system combined personalized scripts and capitalization on the podcasters’ credibility.
